Jelly Belly Pours into New Category

Tutti Frutti, Very Cherry and more will launch as water enhancements.

NORTH AMERICA—The Jelly Belly Candy Company has partnered with Dyla Brands to expand its brand in the beverage category. 

The deal was brokered by CAA-GBG, Jelly Belly’s global brand extension agency.

Dyla will launch a new line of Jelly Belly-flavored water enhancers available in Very Cherry, Berry Blue, Tutti Frutti and Green Apple. 

“Jelly Belly is an iconic brand that brings more Millennial moms into the drink mix category,” says Neel Premkumar, chief executive officer, Dyla Brands. “We are excited to make the Jelly Belly drink mixes taste exactly like the delicious Jelly Belly jelly beans that inspired them, at an affordable $2.99 price point for 24 servings.”

The water enhancement products will launch this month at major grocery retailers nationwide including Kroger and at Amazon.